Variation on the subdomain/sub-directory question... Descriptive TLDs

[MizRabble]

Hi there, We have a variation on the subdomain/sub-directory question...

Our business has two monetising areas, a clinic and a shop. To market them, we do recipes, blogs and social media, rather than relying primarily on SEO, but we do want to up our SEO game.

Our primary site is www.example.co.uk This is Wordpress and where we market the clinic, host the recipes and blogs, and is our main email domain. Our second site is Woocommerce, at  www.example.shop

Our shop market is primarily in the UK, but we seem to pick up a fair amount of international business, partly because the clinic does virtual consultations to many countries. The shop is online only. We have physical clinics across the UK.

Both sites cross link extensively, eg with blogs advertising products in the shop. The branding is intentionally related yet different, because they have very distinct functions, and eg. I don’t want to clutter the interface or distract people with blog or clinic once we have funnelled them to the shop checkout.

I would also like to separate the blog and recipe elements from the clinic, using a slightly different theme with different functions. We use a lot of plugins, and the more we aggregate functions on the same Wordpress instance, the more likely something is to go wrong.

I like the new TLDs because they are more “human”, and they identify where you are and what you are doing more clearly. We do email footers with links to example.clinic (redirected to www.example.co.uk) and example.shop. They are simple and explain what is going on.

Conversely, shop.example.co.uk is not so easy to write or read out. www.example.co.uk/shop looks like an afterthought, rather than a shop in its own right with its own home page. So there would have to be a really good SEO reason for me to merge the shop into the main site with reverse proxy or multisite. Do you think that there is such a good reason?

If not, by the same token, would it make sense to separate out example.blog or even naturedoc.recipes from example.clinic  and use .co.uk as a single page portal to the three separate sites?

My instinct, for what it is worth is that Google is smart enough to have started thinking that domains linked by topic TLDs can be equivalent to subdomains, and to recognise that we are not trying to build links from spammy unrelated sites.

My last area is about human behaviour... Are people are as happy to click on or type in a new TLD like .clinic as a local .co.uk one?  ...when (a) it is not a discredited TLD like .biz, and (b) it gives them more insight into what they will get when they arrive.

And since we have the .uk domain, should we switch to this shorter version at the same time? I already use it for custom shortcodes (eg. example.uk/fte6 for people to type in from printed material or instagram). I can’t help feeling .uk has been unsuccessful, and its use now looks bad, even if it is shorter.

Many thanks in advance.